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Digital Marketing Models: The Honeycomb model

Author's avatar By Annmarie Hanlon 02 Aug, 2017
Essential Essential topic

Use the honeycomb model to help inform your social media strategy

Back in 2011, a group of professors from Canada; Jan Kietzmann, Kristopher Hermkens and Ian McCarthy created the Honeycomb Model to review social media effectiveness, looking at reasons why users engage with social media. The idea behind the honeycomb model is that of the 7 key building blocks delineated by the model, companies can select the ones most relevant to their business, and focus their attention on those areas.

honeycomb model

We created this simple table to help you evaluate each of the seven blocks, so you can decide which ones, and how many, your organization should focus on.

Implications for organisations:
Identity Data privacy controls and tools
for user self-promotion
PresenceCreating and managing the
reality, intimacy and immediacy
of the context
RelationshipsManaging the structural and
flow properties in a network of
ReputationMonitoring the strength, passion,
sentiment, and reach of users
and brands
GroupsMembership rules and protocols
ConversationsConversation velocity, and the
risks of staring and joining
SharingContent management system
and social graph

In summary, the Honeycomb model is a great framework for considering social media networks but it is not a decision tree and therefore the final decision as to ‘which network should we select?’, still, needs to be taken within the organization. For more information on digital models, see our digital marketing models guide.


Auhtor's avatar

By Annmarie Hanlon

Annmarie Hanlon is the Smart Insights expert commentator on online and offline marketing strategies for business. Annmarie is the MD of Evonomie and author of Quick Win Marketing, and co-author of Quick Win Digital Marketing. She runs social media workshops in the UK and Ireland and shares marketing tips and news in her blog, B2B Marketing. You can follow Annmarie on Twitter or connect on LinkedIn.

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